There’s a lot of things that make California great. But to us, it’s the people. The people who work late nights and extra shifts, the people who came here to start something, the people who do it all with grit and grace. We want to celebrate them as the #BestofCalifornia.
According to Director Chantal Anderson, “I became a filmmaker because I want to honor and celebrate the resilience, electricity, and strength of the human spirit. That’s exactly what I see this film is about, and what I love sharing with the entire California community.”
Running Time: :30 | Debut Date: March 30, 2022
SPW Credits
Client: Blue Shield of California Vice President Marketing: Blair McGrain, Senior Director Brand, Advertising and Sponsorships: Suzanne Buffington, Senior Brand Strategist, Advertising: Betsy Belotti, Senior Brand Strategist: Dre Kentopian
Agency: BSSP Executive Creative Director: Sinan Dagli, Creative Director/Writer: Robyn Tenenbaum, Associate Creative Director, Art Direction: Ricardo Gurgel, Copywriter: Forrest Quinn, Art Director: Sarah Johnson, Head of Account Management: Mark Yee, Account Supervisor: Megan Siewert, Account Executive: Gustavo Feria, Senior Producer: Cade Wallace, Head of Production: Liz Corsini
Director: Chantal Anderson, Director of Photography: Drew Bienemann, Senior Producer: Ronit Averni, Project Manager: Jessica Anderson, Production Designer: Bethany Struble, 1st AD: Brian Cresto, 2nd AD: Dante Cotto-Acevedo, Wardrobe Stylist: Jensen Edmondson, Hair and Makeup: Alix Isom
Editorial, VFX, and Finishing Company: EXILE Editor: Stephania Dulowski, Executive Producer: Sasha Hirschfeld, Senior Producer: LauRenn Reed, Editor Assistant: Juan Stack, Visual Effects Supervisor: Dino Tsaousis, Flame Assistant: Adam Greenberg, Senior VFX Producer: Mike Tockman
Final Color: Ethos Studio Colorist: Kaitlyn Battistelli, Producer: Samantha Cesan
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
